The two companies had in March 2017 said the brand strategy of the combined company will be developed in due course and will leverage customers’ affinity for the existing brands, built up over the past decade

It started when the Airtel customer complained about the telco’s service on social media to which the company's online team responded; however, the customer asked that her complaint be resolved by another agent belonging to a particular religion.

Bharti Airtel, Vodafone India and Idea Cellular have maintained their headline tariffs at a premium to Jio’s rates but were making segmented offers to customers, which were on a par or even better than Jio’s offerings